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 Table of Contents

Task 1: Introduction and Project Plan ........................................................................................ 3

Task 2: Data quality issues and remedies .................................................................................. 4

Task 3: Data analysis and commentary ..................................................................................... 7

Task 4: Data Charting and Commentary ................................................................................. 11

Task 5: Conclusion and Recommendation .............................................................................. 12

Recommendations ................................................................................................................ 13

References ................................................................................................................................ 14

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Task 1: Introduction and Project Plan

The Corporate Strategy Team used charts, graphs, and tables to put together a full data analysis
that led to the findings in this study. This study looks at the three best coffee shops that the
company owns. They are in Blackpool, Southampton, and Portsmouth. Other big chains, like
Costa, Café Nero, and Starbucks, give COTS a lot of tough competition in these places with
lots of people. The main focus of this study is on data that shows how the advertising effort
helped sales in the UK. Some of the data points that were looked at in the study were transaction
numbers and prices, total figures, and similarities between categories. It also looks for market
trends in the business that match up with trends in other connected businesses.

The Corporate Strategy Team gathered this data, and these pictures are a careful way to show
that data. These graphs show how well different types of markets and products have done over
time, so the researcher can make useful comparisons. The campaign's results are not only
shown in a graph, but they are also carefully studied, both in the UK and in comparison to
places around the world. The whole paper is about how to make sure that data analytics
solutions are in line with business goals. Iterative analysis and testing are needed for data
analytics to provide reliable answers to a wide range of problems (El-Hasnony et al., 2020).
This makes building a strong analytical base essential for managing and maximising the
process.

The study shows how important it is to use data analytics tools in the right way and by following
best practices. One important thing that is looked at is the Real-Time Data Streams analysis
framework. This framework encourages watching and examining data in real time instead of
using the more common batch processing method to guide business processes. The article says
that there are good ways to find answers without losing sight of the bigger picture, even though
different businesses may use different types of research that are tailored to their own problems.

The study looks at how Key Performance Indicators (KPIs) can be used to protect COTS's
financial health. It also looks at the many useful uses of data analytics. Key performance
indicators (KPIs) can help a business find and escape financial disasters (Martins, 2020). The
report adds to COTS's monthly review by giving more information about how the company is
doing in meeting its goals by using KPIs. Even though it's important to live in the present, this
study shows how important it is to look ahead to make sure long-term success.

As shown in the study, companies can use advanced analytics to track their progress towards
goals. It also shows how important advanced analytics is for hitting top success in all four areas.

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It also gives examples of different KPI presentations, each of which fits the goals of the report.
The study admits that managers focus on a few key performance indicators (KPIs), such as
income, customer base, and return on investment (ROI). However, it suggests a broader
approach.

The information that COTS gives fits with a business that is growing. The paper emphasises
that the company may be able to make better decisions and more accurate assessments if it
breaks down data into measured parts and carefully looks at how production changes over time.
Overall, the report does a good job of summing up the Corporate Strategy Team's data-driven
study, explaining the different aspects of data analytics, and showing how important it is for
making strategy decisions and judging success.

Key issues faced by COTS management

Stiff Competition in Highly Populated Areas: In places with lots of people, like Portsmouth,
Southampton, and Blackpool, big coffee chains like Costa, Café Nero, and Starbucks fight hard
with COTS. A lot of competition can hurt market share, customer trust, and total sales. Because
COTS has a lot of competitors, it needs to come up with ways to stand out, catch and keep
clients.

Effectiveness of Advertising Campaign: The main goal of the study is to find out if the
advertising effort increased sales in the UK. The results of the effort need to be carefully looked
over by management. If the effort doesn't work, the group might have to waste time and money
redoing its strategy. After seeing how well the businesses marketing efforts are doing, the
business will be able to make better choices.

Balancing Short-Term and Long-Term Goals with Data Analytics: The study stresses the
need for future reviews to ensure long-term success, but it might be hard to find a balance
between short-term goals and the need for long-term strategy planning. The COTS
management team needs to find a balance between long-term plans and short-term goals, like
performance reviews every month. It is important to make sure that data analytics projects help
with both short-term and long-term decisions.

Task 2: Data quality issues and remedies

Acquiring reliable information is important for making smart decisions and running a
successful business. Data is very valuable, but its full potential can't be seen without these
things. For example, companies that want to send personalised ads to certain people may have

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a hard time if they have wrong contact information. Also, worries about the access of general
data can make it take a lot longer for studies in the field of data analytics to grow. Sharing info
on a regular basis adds an element of doubt that makes it necessary for workers to be able to
make good decisions.

Data analytics has a lot of problems with generic data, so it's important to do a lot of quality
control. One of these problems is inconsistent data forms, which make it hard to tell if two
things are in the same group without using human judgement.

Generic data quality issues

Incorrect Information of phone numbers: It could be very bad if the contact data an
individual have is out of date. For instance, if the file has faulty phone numbers or email
addresses, it might be hard for business entities to send their ads to the right people. There are
stronger ways for verifying data that should be used to regularly check as well as change contact
information (Peer et al., 2022). Use software that is designed to find and fix errors.

Availability of Generic Data: The study made individuals worried about the
straightforwardness it is to obtain general data. This may cause data analytics research to move
more slowly. Businesses must set up good ways for people to share data and make sure that
everyone has access to useful, high-quality data sources. To get around the lack of standard
data, it's important to work with trustworthy data providers (Eyal et al., 2021).

Inconsistent Data Formats: The facts can be shown in different ways, which makes it hard to
compare two things to see if they are in the same group. The paper stresses how important this
problem is for accurate data analysis. The company should use the same data types. It is
important to include data validation checks to make sure that data entry is done correctly,
especially when it comes to date forms and other types of organised data (Cichy and Rass,
2019).

Variations in Area Codes and Data Entries: Changes in area codes and the way data is
entered can lead to errors, especially with phone numbers. It is harder to have deep talks and
discussions because of this. Set up standard ways for people to enter zip numbers and other
details (Verma et al., 2021).

Typos and Mistakes: Mistakes, human error, software problems, and data sources that aren't
reliable are all things that could go wrong with the information. Use a lot of different methods
to check the quality of the data, like surveys and validation checks that happen on a regular
basis.
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Along with this the dataset contains several spelling errors and the errors in numbers. In that
case the business must focus on data cleaning procedures or it may adapt techniques of data
cleaning. It may also establish data governance policies. The business may address issues that
are arising from data discrepancies.

Informational flaws have been found in the COTS Dataset.

The current COTS collection has major problems, as shown by real-world studies. A lot of
different types of structures can be seen in the visible data set. The layout of the COTS dataset
makes it hard for data scientists in a number of ways. The researcher will need to know a lot
of different things, like how to look at sales numbers and value. The goal of this study was to
make sense of the disorganised data collection.

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Task 3: Data analysis and commentary
Data Trends

Year
2020 Cakes Coffee Cold drinks Hot drinks Pastry Sandwiches
Sales Sales Sales Sales Sales Sales Sales Sales Sales Sales Sales Sales
Months
Volume Value (£) Volume Value (£) Volume Value (£) Volume Value (£) Volume Value (£) Volume Value (£)
1 114 570 408.5 1634 228.5 571.25 185 370 221 442 72.5 435
2 129.5 647.5 420 600 276 690 143 286 283 566 79 474
3 132.5 662.5 460 1840 308.5 771.25 234 468 308.5 617 86.5 519
4 160.5 802.5 612 2448 344 860 292 584 214.5 87 112.5 675
5 135.5 677.5 456 1824 330.5 826.25 225 450 276 552 90 540
6 150 750 457.5 1830 323.5 808.75 205 410 357 714 98.5 591
7 171 855 568.5 2274 325 812.5 254 508 324 648 112.5 675
8 180 900 523.5 2094 356.5 891.25 288.5 577 360.5 721 110.5 663
9 124 620 475.5 1902 286 715 224.5 449 309 618 89 534
10 135 675 476.5 1906 290.5 726.25 227.5 455 300.5 601 92 552
11 138.5 692.5 396 1584 287.5 718.75 246.5 493 326.5 653 85 510
12 148 740 465.5 1862 325 812.5 213 426 374 748 89.5 537
Total 1718.5 8592.5 5719.5 21798 3681.5 9203.75 2738 5476 3654.5 6967 1117.5 6705
2021 Cakes Coffee Cold drinks Hot drinks Pastry Sandwiches
Sales Sales Sales Sales Sales Sales Sales Sales Sales Sales Sales Sales
Months
Volume Value (£) Volume Value (£) Volume Value (£) Volume Value (£) Volume Value (£) Volume Value (£)
1 118 588 407 1628 257.5 643.75 187 374 260.5 521 77.5 465
2 137.5 687.5 392.5 1570 303.5 758.75 231 462 244.5 489 86.5 519
3 145.5 727.5 473 1892 337.5 843.75 259.5 519 230 460 95.5 573
4 169 845 572 2288 376 940 312.5 625 369.5 739 115 690
5 127 635 497 1988 181.5 71.25 224 448 341 682 88.5 531
6 139 695 536.5 2146 357.5 893.75 228 456 369.5 739 93 558
7 176 880 511 2044 354 885 261.5 523 349 698 114.5 687
8 170 850 614.5 2458 419 1047.5 289 578 335.5 671 107 642
9 164 820 465.5 1862 306.5 766.25 236.5 473 308.5 617 107 642
10 144.5 722.5 537.5 2150 311 777.5 255 510 314 628 97.5 585
11 144.5 722.5 495 1980 349 872.5 219 438 366 732 98 588
12 140.5 702.5 544 2176 323.5 276.25 238 476 374.5 749 97 582
Total 1775 8875 6045.5 24182 3876.5 8776.25 2941 5882 3862.5 7725 1177 7062
2022 Cakes Coffee Cold drinks Hot drinks Pastry Sandwiches
Sales Sales Sales Sales Sales Sales Sales Sales Sales Sales Sales Sales
Months
Volume Value (£) Volume Value (£) Volume Value (£) Volume Value (£) Volume Value (£) Volume Value (£)
1 123 615 400 1600 233.5 583.75 189.5 379 278 556 76 456
2 129 645 452.5 1810 278.5 696.25 188.5 377 314 628 93.5 561
3 153 765 510 2040 331.5 828.75 216 432 321.5 643 97.5 585
4 187 935 585 2340 389.5 973.75 314.5 629 426 852 111.5 669
5 154.5 772.5 484 1936 355.5 888.75 246 492 346.5 693 88.5 531
6 159.492 797.46 487.2 1948.8 393.532 983.83 281.512 563.024 381.56 763.12 101.16 606.96
7 175.302 876.51 654.356 2617.424 438.856 1097.14 263.2 526.4 465.824 931.648 121.92 731.52
8 217.42 1087.1 726.328 2905.312 520.652 1301.63 330.95 661.9 472.296 944.592 140.96 845.76
9 148.876 744.38 532.792 2131.168 396.34 990.85 293.342 586.684 393.748 787.496 116.712 700.272
10 159.074 795.37 552.02 2208.08 361.928 904.82 309.7 619.4 397.846 795.692 102.164 612.984
11 181.64 908.2 572.74 2290.96 378.372 945.93 283.372 566.744 401.51 803.02 119.168 715.008
12 168.686 843.43 540.756 2163.024 374.412 936.03 276.336 552.672 391.078 782.156 110.06 660.36
Total 1956.99 9784.95 6497.69 25990.8 4452.59 11131.5 3192.91 6385.82 4589.86 9179.72 1279.14 7674.86

Table A: “Sales value and volume of the business broken down by quarter, year, and
monthly”

(Source: Self Developed)

Sales performances

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 Category performance

Category Cake Coffee Cold Hot Pastry Sandwich

Drink drink

Sales 27252.45 71970.77 29111.48 17743.82 23871.72 21441.86

Value

Sales 5450 18263 12011 8872 12107 3574

Volume

Table B: Category Performance

(Source: Self Developed)

The most popular types of products are baked goods, especially pastries, and coffee. In terms
of volume (12107) and value (71970.77), pastries sell more than twice as much as coffee. As
the per the table there are huge number of cake orders, the dessert is very popular. The high
value of coffee sales shows how popular the product is. Both hot and cold drinks are selling
about the same amount. People like to snack on pastries because they sell a lot of them for a
low price. Sandwich sales are about average in terms of both quantity and value. The company
should think about advertising and expanding into these areas, trying out new tastes, planning
holiday sales, and making sure that the standard and variety of their sandwiches stay good.

Quarterly Sales Value & Sales Volume

2020 Cake Coffee Cold Hot Pastry Sandwic

Drink drink h

Quarter 1 1439429. 12395061 3346622. 1458632 1758224 737101.5

5 5

Quarter 2 2025661. 16088121 4458900. 1891512. 3471612. 1015993.

25 625 5 5 5

Quarter 3 1487851. 13155129 3534302. 1661664. 3432200 758281.5

25 5 5

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Quarterly Sales Value & Sales Volume

2021 Cake Coffee Cold Hot Pastry Sandwic

Drink drink h

Quarter 1 1621651. 13608721 4060875. 1960200 2439840. 841501.5

25 625 5

Quarter 2 1872720 18645124 3801520 2010012. 3892050 974454

5

Quarter 3 1761211. 16679056 3473325 1799304. 3715538 957601.5

25 5

Quarterly Sales Value & Sales Volume

2022 Cake Coffee Cold Hot Pastry Sandwic

Drink drink h

Quarter 1 1752320 15171025 3800722. 1650744. 3588520. 859573.5

5 5 5

Quarter 2 2497223. 22125433 7297772. 2516251. 5552311. 1228754.

389 .4 329 284 585 71

Quarter 3 2166636. 19330232 5708195. 2703975. 5019265. 1204783.

461 .25 367 125 218 169

Yearly Sales Value & Sales Volume

Cake Coffee Cold Hot Pastry Sandwic

Drink drink h

2020 14766211 12467366 33883605 14993288 25460901 7492837.

.25 1 .63 .5 5

2021 15753125 14619228 34021133 17298962 29837812 8311974

1 .13 .5

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 2022 19149049 16888000 49563938 20389374 42133666 9817256.
.3 5.3 .8 .08 .36 236

Cake Coffee Cold Hot Pastry Sandwic

Drink drink h

Whole Period 14853920 13143799 34964610 15742164 28901166 76625588

6.2 69 8.8 5.1 8.2 .63

Average 38927069
7.6

Standard 46409088
Deviation 4.1

Table C: “Sales Volume and Sales Value Between Coffee shops by Quarter, by year,
and across 3 years period”.

(Source: Self Developed)

The above table shows the sales value and sales volume of the coffee shops by quarterly, yearly,
and 3-year period. There are strong dollar and unit sales in every part of the food and drink
business. People like cakes because there are many kinds and the prices are fair. Many kinds
of coffee are great for starting the day or making customers feel better in the afternoon, and
sales of all of them are very good. A lot of people like coffee that is served cold, like
cappuccinos, lattes, and espressos. People like to drink hot drinks like coffee, tea, and hot
chocolate. There are many kinds of pound cakes to pick from, and they sell very quickly. There
are many kinds of pastries, which makes them great for breakfast or a quick snack. For lunch,
many people choose sandwiches, and there are a lot of different kinds. The price of ice cream
is fair, but it's not as easy to get. People are buying more food and drinks, which is shown by
the growth of the food and drink business.

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Task 4: Data Charting and Commentary

Country Sales Volume

Southampton 13338

Portsmouth 19427

Blackpool 27512

Sum 60276

Country Sales Value

Southampton £42,953

Portsmouth £60,659

Blackpool £87,780

Sum £1,91,392

Chart A: “Comparison of sales value trends across coffee shops over time”

(Source: Self Developed)

There is information about how many and how much were sold in Southampton, Portsmouth,
and Blackpool. With 27,512 sales, Blackpool has the most, followed by Portsmouth with
19,427. Southampton has the least amount of sales, with only 13,338. Portsmouth is only
£60,659 behind Blackpool in terms of sales value, while Blackpool is £87,780 ahead. The least
valuable city is Southampton, which has a sales worth of only $42,953. Blackpool has a bigger
share of the market than its rivals, but its sales are more expensive. Southampton does badly in
terms of sales volume and value, while Portsmouth does well. This knowledge could help with
making strategic decisions, allocating resources, and advertising strategies.

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 Whole Period

3%6% Cake
13%
Coffee
7%
Cold Drink
Hot drink
15%
56% Pastry
Sandwich

Chart B: Product Category performances

(Source: Self Developed)

The information above shows that coffee sells better than cakes, cookies (56%), hot drinks, and
cold drinks all together. The other groups are very far behind in terms of market share: Bread
(6%), toppings for bread (5%), and ice cream (3%).

Task 5: Conclusion and Recommendation

An in-depth study of the data by the Corporate Strategy Team shows how successful COTS's
three main coffee shops in Blackpool, Southampton, and Portsmouth are. The study is mostly
about how the advertising effort helped sales in the UK, even though they had to deal with
tough competition from big chains like Starbucks, Costa, and Café Nero. There are similarities
between the groups as well as sums, rates, and percentages for each one. The study also looks
at market trends in COTS's business and areas that are close by.

The data shows that the advertising effort had a positive effect on sales in the UK, as shown by
the fact that the number and value of transactions are going up. The study not only looks at
how well the marketing strategy worked, but it also looks at market trends across the whole
business. This all-around method helps COTS connect data analytics solutions to the
company's goals. In place of batch processing, the Real-Time Data Streams analytical design
encourages tracking and analysing data in real time. This method helps people make decisions
faster and with more information.

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Recommendations

Using Progressive Analytics: Businesses can use complex data to keep track of their progress
towards goals, as shown by the study.

KPI Strategy: People are indeed focusing on fewer and fewer KPIs, but the study wants us to
take a bigger picture view. For COTS to fully understand its success, it needs to look at more
KPIs.

Data-Driven Decision-Making: The study shows how important it is to be able to measure

facts to make smart decisions. COTS should keep track of changes in production so that they
can keep making decisions based on data.

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References

El-Hasnony, I.M., Barakat, S.I., Elhoseny, M. and Mostafa, R.R., 2020. Improved feature
selection model for big data analytics. IEEE Access, 8, pp.66989-67004.
https://ieeexplore.ieee.org/iel7/6287639/6514899/09058715.pdf

Martins, A.B.C., 2020. A practical approach on human resources strategies and KPI's for
hospitality crises management (Master's thesis). https://repositorio.iscte-
iul.pt/bitstream/10071/22179/1/master_afonso_couto_martins.pdf

Peer, E., Rothschild, D., Gordon, A., Evernden, Z. and Damer, E., 2022. Data quality of
platforms and panels for online behavioral research. Behavior Research Methods, p.1.
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8480459/

Cichy, C. and Rass, S., 2019. An overview of data quality frameworks. IEEE Access, 7,
pp.24634-24648. https://ieeexplore.ieee.org/iel7/6287639/6514899/08642813.pdf

Eyal, P., David, R., Andrew, G., Zak, E. and Ekaterina, D., 2021. Data quality of platforms and
panels for online behavioral research. Behavior Research Methods, pp.1-20.
https://link.springer.com/article/10.3758/s13428-021-01694-3

Verma, A.A., Pasricha, S.V., Jung, H.Y., Kushnir, V., Mak, D.Y., Koppula, R., Guo, Y., Kwan,
J.L., Lapointe-Shaw, L., Rawal, S. and Tang, T., 2021. Assessing the quality of clinical and
administrative data extracted from hospitals: the General Medicine Inpatient Initiative
(GEMINI) experience. Journal of the American Medical Informatics Association, 28(3),
pp.578-587. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7936532/

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